In our increasingly polarized world, it can be hard for politicians to win support for policy ideas from across the political divide, yet this is often required in order for policies to pass.

A recent study from Stanford suggests that economically progressive candidates in the United States may enhance their electoral prospects by presenting their message in terms of “binding values” such as patriotism, family, and respect for tradition.

Winning support

Despite widespread support for increasing economic equality among Americans, candidates advocating policies aimed at reducing economic inequality, such as raising the minimum wage or improving healthcare access, often struggle to secure electoral success.

One possible explanation for this phenomenon is that ideologically conservative Americans find the values promoted by progressive candidates, such as equality and social justice, off-putting.

To investigate this issue, the researchers examined whether presenting the same economic policies with a different set of values, specifically family, patriotism, and tradition, would make progressive candidates more competitive.

Testing the water

The authors conducted an initial study using an online convenience sample, which supported their hypothesis. They then proceeded with a pre-registered experiment involving a nationally representative probability sample of 1,695 Americans.

The results revealed that framing progressive policies with binding values increased support among conservatives and moderates, while having no significant impact on support among liberals.

Overall, the inclusion of binding values in the message resulted in a four-point increase in candidate support on a scale ranging from zero to 100 across the entire sample. Among conservative participants, the use of binding values led to a substantial 10-point increase in support.

However, an analysis of 144 presidential debates, examining word frequency, indicated that progressive candidates relied less on binding value framing compared to their more conservative counterparts.

Based on these findings, the authors suggest that progressive candidates should consider reframing their message to incorporate binding values, as this could help broaden support for redistributive policies.